>> reporter: but the star of the show was the iphone 5. lighter, faster, and soon to be snatched up by faithful fans. if you're interested in the iphone 5, you preorder it starting september 14th. they good on sale september 21st, depending on how much storage you want, the iphone 5 will cost from $199 to $399. reporting live at apple headquarters in cupertino, scott budman, nbc bay area news. >> the latest hot gadget. okay, thanks, scott. and sales of the 4s are definitely strong, but the company actually lost its lead in the smartphone industry this year to samsung. msung's sales surged thanks to the galaxy s3 which came out in june while apple was still selling the iphone 4s released last october. meantime, amazon, nokia and motorola have tried to steal some of the spotlight by debuting several new products within the last week. just ahead, an increase in burglaries on the peninsula.